Case Study:
Gaffsy

As this was a new brand that we were helping to bring to market but also wanting to drive a high level of performance marketing, we had a multifaceted strategy to ensure that we could deliver for the client. 

Performance Max – The account had a Performance Max campaign running which whilst it was driving a lot of volume as these were optimising towards leads, the client was finding that a large majority of the leads coming through the Google Ads campaigns weren’t high quality and were not translating into actual sales. We decided to pause this campaign until the offline conversion tracking was solidly in place. This helped to drive down the volume of spam leads.

Campaign Structure – We undertook keyword research to find high intent bottom of funnel keywords to build out into the account based on the feedback and main areas of focus advised by the client. Whilst these had higher CPC’s, we knew that they were higher quality and more likely to get qualified sales by being aggressive in these areas. 

Location Targeting – Gaffsy explained that the majority of their high market sales come from London, therefore we made sure to hone in on this throughout our marketing. We decided to build out specific London based campaigns to ensure that budget was being apportioned here and that we were getting consistent visibility. This allowed us to be more aggressive in this space, therefore getting higher visibility in an area that tends to have more qualified leads.

A/B Testing – In our first few months we undertook a lot of A/B testing to see which users engaged with the most. This was across Google & Meta, testing ad copy, landing pages and creatives. We had some obvious winners from these tests which we then reiterated and trialled again.